Miller Group Expands into Hispanic Advertising

Los Angeles headquartered The Miller Group is expanding into the Hispanic market.

"More and more clients are understanding the importance of addressing the multi-cultural market," says Renee Miller, president and creative director of the agency. "With the launch of our Hispanic division and the opening of our new office in Dallas, we're here to help clients find innovative ways to make noise in this ever-growing marketplace."

Luis Martinez of Punto Rojo, will act as account director for the agency's new multi-cultural division. Bill Williams, a 25-year advertising veteran, heads the agency's Dallas office, tells Portada that “We are just getting set up now in Dallas, Our Hispanic division will be based in Los Angeles and Dallas. No accounts.” Williams adds that the agency did some work targeting the Hispanic market with a client from the insurance sector.

"Nearly 25% of Dallas' population is foreign-born, and its largest minority group is Hispanics," Miller explained. "Because of its diversity, Dallas is becoming the ultimate destination for innovative marketing opportunities. We're proud to make a mark for our clients in this integral market center."

With over 20 years in multi-cultural marketing, Martinez has worked on Hispanic communications for a variety of blue-ribbon clients such as Alaska Airlines and Remy Martin. "Understanding the Hispanic market – really getting into the little nuances – that's what makes multi-cultural advertising successful," he noted. "The Miller Group truly represents and understands the Hispanic community, in California, Dallas and beyond."

Editorial Staff

MORE FROM PORTADA

The social media landscape is changing at an accelerated pace; artificial intelligence is acquiring a prominent role and companies have to adapt to survive. We talked to Ana Hoyos, area director at Meltwater Latin America, about the recent acquisition of Sysomos and what it means for social media analysis.

With the tremendous growth of economy segment hotels and low-cost air carriers, hotel and travel companies as well as the airlines, have begun to take notice and adapt to this expanding segment of travelers. To ensure that their brands stand out and become the best choice for these travelers, players in the travel industry are delving deeper into loyalty, personalization and brand preference in the economy travel segment.

Jill Leccia, Gatorade Sr. Director of PepsiCo Latin America Beverages, talked to Portada about the process of creating a global marketing campaign that's also aware of consumer's individual needs. Today it is more important than ever for brands to connect with consumers at a personal level while keeping local idiosyncrasies in mind but within a global context.